It can be frustrating. You spend hours planning, filming and editing the perfect TikTok, only for it to get 237 views. Meanwhile, a seemingly low-effort video of someone pointing at captions in pyjamas racks up a million. But behind the randomness, there is actually a pattern. TikTok’s algorithm might seem chaotic, but the videos that take off usually share a few things in common, and it is rarely just luck.
Here is what is likely happening behind the scenes, and what you can do to give your content the best chance of being the next viral hit.
Hook, Hold and Reward
TikTok’s algorithm tracks three key signals in the first few seconds of your video:
- Does it hook people immediately
- Do they stay to watch the whole thing
- Do they take any action after
That million-view video probably started with a strong visual or moment of curiosity. It might have included a surprise, a bold statement or a relatable question. Most importantly, it made people stay. Even just watching to the end or rewatching boosts your chances of getting pushed to more people.
If your video takes too long to get going or feels confusing early on, viewers swipe past it and the algorithm moves on. The secret is to start strong, keep it tight and end with something satisfying.
Authenticity Beats Perfection
Many of the most-viewed TikToks feel casual, even messy. That is not a mistake — it is a strategy. TikTok prioritises relatability over polish. People scroll for connection, not commercials.
Overly edited or branded videos can feel out of place on the For You Page. If your content looks too much like an advert, it is often ignored. That random video might have worked because it felt spontaneous or real, even if it was carefully planned.
Try experimenting with raw formats — phone-in-hand explanations, messy lighting, unscripted voiceovers. These feel closer to the audience and signal authenticity, which the algorithm likes.
Early Momentum Matters
When a video gets early likes, comments, shares or rewatches, it tells TikTok the content is worth showing to more people. That initial boost is everything.
This is where purchased engagement comes in — and why many creators and brands quietly use it. Buying high-quality views can help break the “dead zone” most new videos start in. It gives your post a stronger signal right from the start. When combined with quality content, it can speed up traction and increase the chance of organic virality.
It is not cheating, it is marketing — and many successful accounts have used it to gain their first big push.
One Video Can Change Everything
Unlike other platforms, TikTok does not care as much about your follower count. A brand new account can go viral if the content hits. But this also means every video is a fresh test — and you cannot rely on past performance.
That is why it is important to keep posting regularly. Each upload is another chance to hit the right mix of timing, format and audience mood. The person behind that million-view video may have posted ten others that flopped. You just saw the one that landed.
Trends Are Just the Start
Using trending sounds or hashtags can help boost visibility, but they are not magic on their own. That random viral video probably did more than just follow a trend. It used the trend as a vehicle for something unique — a surprising twist, a clever caption or a perfectly timed facial expression.
The best way to use trends is to mix them with your niche. Apply the audio or format in a way that highlights your brand or message. This way you stay relevant without blending into the crowd.
Watch Time Is More Valuable Than Views
TikTok rewards content that keeps people watching. This includes full plays, rewatches and shares. A ten-second video watched twice performs better than a one-minute video where people leave after eight seconds.
That million-view post may have been super short and rewatchable. Or it told a story so well that viewers stayed to see how it ended. Either way, it triggered strong signals.
Consider how you can use curiosity to your advantage. Can you create a visual loop or cliffhanger that makes people stay just a bit longer? That extra second could be what pushes your video into viral territory.
Posting Time and Frequency Help, But They Are Not Everything
You may have heard advice about the best times to post on TikTok — lunchtime, after school, early evening. While timing can help, it is not a guarantee. Great content will usually rise regardless of when it goes live.
That said, if you post frequently, you increase your odds. Even big creators see mixed results, so they test different formats and ideas. Do not rely on one “perfect” post — build a body of work and watch what starts to perform.
Learn From the Videos That Do Well
Instead of feeling frustrated by the randomness, treat every viral video as a lesson. What format did it follow? Was it short or long? Was the sound familiar? Did it show emotion, humour or surprise?
Then look at your own content. Are your openings strong enough? Are you delivering value quickly? Are you asking for engagement or waiting for it to happen?
The difference between a post that gets ignored and one that gets shared is often small — just a better first two seconds, a tighter cut or a more relatable hook.
Final Thoughts
Virality on TikTok is not reserved for lucky creators. It is the result of repeatable signals that the platform rewards — strong hooks, authentic tone, high watch time and quick engagement. That “random” post that blew up was likely crafted with more intention than it looked.
If your content is not landing yet, do not give up. Adjust your style, study what works and use purchased engagement to give your posts the early lift they need. Sometimes the difference between 237 views and 1 million is not about the idea — it is about the momentum.